Monitoring is one of the 3 priorities of the brands in the Social Media for this 2013 according to indicates Altimeter. It is indisputable the need to know what is said of our brand, in order to be able to act accordingly.

However, having the ability to listen does not imply the full right to act; But brands need to know how to use that information, and be careful when taking action. JD Power reflects customers’ stance on monitoring:

• 51% of customers do not want brands to “listen on the sly” or without their knowledge.
• 43% believe that monitoring is in some ways an intrusion, which directly affects their privacy.
• 2 out of 3 consumers emphasize that companies should respond only when asked.

This way, Avi Dan, highlights the multiple advantages of monitoring and how this valuable information should be used to know the customer, find out how to get close to it and earn it. In his article, written for Forbes, he gives us the following tips on how to take advantage of the monitoring, without for that reason the customers feel rejection towards the mark by invading their privacy:

Monitoring is not to hear, but to listen. It is necessary to understand what the customers say, in order to know them, know how they think and what they expect from the brand. In addition, it is important to distinguish between an isolated comment and a consolidated trend.

Study the context. Find out if the customer is really claiming your attention, or is simply sharing an opinion with your environment. If he does not call you directly, your intercession will not be well received. In that case, it is important that values the customer’s feeling towards the brand, but you will not be able to act directly.

Give them an added value, in exchange for your information. Customers are more willing to lower the level of privacy, in exchange for a better service. Beneficial and thus you will relax that tension and gain your consent. It shows a proactive attitude, ready to serve them and improve their experience with the brand.

Speaking the people understand. Explain why you are listening. Show them your sincere concern to offer them a better service, to have the capacity to react in time, and to be there whenever they need it. If they perceive the benefit of knowing themselves observed, they will assume it to the best degree.

In short, it is about being discreet, appearing whenever you need it, showing vocation to help and concern for the well-being of the client. It is about perceiving monitoring as an advantage, not as a threat to their privacy.

Shital regularly contributes on current health articles and healthy living ideas to health blogs around the web. When she’s not busy working with the jobs, you will find her undertaking many of her own health-related topics and healthy living ideas! She has a lot of dreams. She works hard to fulfill her dreams. She loves to share her ideas, tricks, tips and information by blogging. She also works at Creativejasmin.com, a company that committed to helping businesses with online marketing.